1. Knowledge Translation Media Outreach Strategies KTDRR Online Conference October 27th, 29th, 31st, 2014 James A. Leahy Center on Knowledge Translation for Technology Transfer (KT4TT) University at Buffalo http://kt4tt.buffalo.edu/

3. Media Strategies 1.Broader, Nationwide Audience 2.Local Media Coverage

4. Key Requirements 1. Patience 2. Persistence 3. Perseverance

5. Rules for Connecting with Media 1.You need them. They do not need you. 2.Do your due diligence research. Identify:  Relevant media outlets  Individuals working in the media you plan to target  Track individuals and outlets to ensure relevance of material

6. Patience Identify Media Target & Cold Call 1.Make convincing pitch 2.Leave message OR hang up after leaving 2 messages Keep trying! 3.Contact administrative assistant Make convincing pitch  Schedule a time to call when target is available

7. Persistence Target has heard convincing pitch and is hesitant: 1.Ask: Is there any additional information the target needs that you can provide? 2.Follow-up with target at future point in time 3.Before hanging up, make next callback appointment  Always call back at appointed day and time

8. Perseverance Do not give up! Keep trying until you find a mainstream outlet willing to work with you Approach media coverage as if your financial livelihood depends on it “I’m convinced that about half of what separates the successful entrepreneurs from the non-successful ones is pure perseverance.” – Steve Jobs

9. Broader, Nationwide Audience Convincing Pitch – Your story will appeal to a vast audience Must know: 1.What to say 2.How to say it 3.When to say it Wha t How Whe n

10. Broader, Nationwide Audience (continued) Research hot buttons 1.What is the editor seeking? Piece for all adults, aging baby boomer generation, or their children? 2.Tie it to your product and perhaps other breakthrough products that serve the same market. 3.What has been happening in market on national level? 4.Recent articles publication has been running.

11. Local Media Press or TV Coverage Know what type of story reporter likes to do and tailor pitch to it  Business-oriented: highlight business aspects of product in pitch Story will only be on your product, service or organization  Do not have to research what is going on nationally

12. Local Media (continued) Press Release Written by you Tailor it to audience  Ex: Consumer publication  Functions, features, how/why product better for them  Ex: Business publication  Cost, sales, market broadening, product differentiators

13. wgrz.com Products That Can Help the Elderly and People With Disabilities

14. Black & Decker Lids Off Jar Opener GAINING THE UPPER HAND ON STUBBORN LIDStext 1 Technology’s Helping Hand ‘Universal design’ makes everyday objects easier to use, for everyone

15. University of Buffalo Pill Crusher Makes Medicine Easier to Swallow

17. Acknowledgement The KT4TT is funded by the National Institute on Disability and Rehabilitation Research of the U.S. Department of Education. The contents of this presentation were developed under a grant from the Department of Education, NIDRR grant number H133A130014. However, these contents do not necessarily represent the policy of the Department of Education, and you should not assume endorsement by the Federal Government.